The First 12 Weeks That Decide Your Restaurant’s Future

From the Desk of Jonathan Lim, Founder & CEO, Oddle

The Data That Should Keep Every Restaurant Owner Awake

Across thousands of restaurants on our platform, one number repeats itself:

90% of customers never return after their first visit.

But for those who do come back, 80% return within the first 12 weeks.

Based on real data from over 100,000 diners across the Oddle network

That 12-week window is where loyalty is made or lost.

If you don’t act within it, the relationship fades into memory.

Why Most Customers Don’t Return

The reasons are rarely dramatic — but they add up quietly.

• Wrong dish, wrong impression. They never tried your signature items.
• They liked the food but forgot about you. Out of sight, out of mind.
• No emotional connection. They ate but didn’t feel your story.
• No reason to revisit. The experience felt complete.

These are not problems of product — they’re problems of journey design.

Designing the 12-Week Brand Indoctrination Journey

Phase 1: Spark Anticipation (T–7 to T0)

Goal: Build familiarity before they even arrive.

The relationship starts the moment they book a table or place an order — not when they sit down.

Most restaurants send a plain “Reservation Confirmed.” You can do better.

What to do:

• Email: Introduce your signature dishes and your brand story.
• SMS Confirmation: Link to your Oddle Lounge — your pre-visit microsite with highlights, chef notes, and critic reviews.

“We can’t wait to host you. Here’s what we’re known for.”

By the time they arrive, they already know what to look forward to.

Phase 2: Earn Trust (T+0 to T+3)

Goal: Reinforce satisfaction and gather feedback.

After the meal, close the loop quickly.

• Send a thank-you email within 24 hours.
• Include a survey to gauge satisfaction.
• If feedback is positive, prompt a Google review; if not, reach out personally.

Gratitude shows care; feedback builds trust.

Phase 3: Rekindle Craving (T+7 to T+21)

Goal: Stay top-of-mind and trigger sensory memory.

A week later, their memory of the meal fades. Remind them why they loved it.

• Spotlight signature dishes they may have missed.
• Share a behind-the-scenes story — the chef’s process or inspiration.
• Use vivid photos that reignite craving.

“It’s been a week since your visit — let’s make your next one even better.”

This stage replaces forgetfulness with familiarity.

Phase 4: Create Resonance (T+21 to T+35)

Goal: Build belonging and emotional association.

By now, they know your food. Now show them what your restaurant means.

• Feature photos of real guests celebrating birthdays, anniversaries, and gatherings.
• Share thank-you notes or heartfelt reviews that express emotion.
• Spotlight your team to humanise the experience.

“Whether it’s a birthday, reunion, or just a night out — we’d love to be part of your next celebration.”

When customers see others celebrating life in your space, they start imagining themselves there too.

Phase 5: Deepen Connection (T+35 to T+60)

Goal: Reveal your purpose and people.

Now it’s time to make the relationship personal.

• Tell your origin story — why you started, what keeps you going.
• Introduce key people behind the scenes.
• Invite them to try something new — a seasonal item, limited menu, or weekday offer.

Connection comes from authenticity. People return to places that feel human.

Phase 6: Trigger the Return (T+60 to T+84)

Goal: Turn intention into action.

The 12-week mark is the tipping point. If they haven’t returned by now, the chance drops fast.

• Send a personal message or appreciation voucher:
• Keep it framed as gratitude, not discount. Add gentle urgency with an expiry date.

Once they revisit, you’ve crossed the hardest bridge — the second visit.

Why Most Restaurants Never Reach This Level

Because they mistake broadcasting for automation.

• Broadcasting: One-size-fits-all messages sent to everyone, regardless of timing.
• Automation: Behaviour-based journeys triggered by data — personalised, timely, and continuous.

Broadcasting builds noise.

Automation builds relationships.

And relationships are what drive repeat visits.

Turning Data Into Action

The good news? This entire 12-week journey can run automatically.

The Oddle Marketing Engine connects your reservation, delivery, and loyalty data into one system —

so every message, every reminder, every story is sent at the right time to the right diner.

No manual work. No missed opportunities.

Just data turned into action — and action turned into loyalty.

Because in the end, restaurants don’t lose customers from bad food.

They lose them from silence.

And the restaurants that win are the ones that keep the conversation going.

👀 Curious where your restaurant stands today?

Try BrandCheck — it’s free and shows you how customers (and engines) are finding you.

👉 Get your free brand report:

🇸🇬 https://brandcheck.oddle.me/sg

🇲🇾 https://brandcheck.oddle.me/my

🇭🇰 https://brandcheck.oddle.me/hk

🇦🇺 https://brandcheck.oddle.me/au

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